Counterculturalism really has no effect on society I believe. If anything, what they're doing is more benefiting society than revolutionizing it. I find that the most prominent example of that is how people make commodities out of che.
Hippie culture....VW Beetle made you a non-conformist and against social norms. However, you're still investing into it and supporting capitalism.
Punk Culture - Need I explain?
The "Adbusters" magazine was thoughrly against the capitalist system, and now they are selling RUNNING SHOES. I don't believe that these anti movements will affect capitalism at all, purely because if it becomes a marketable subculture, it gives companies something new to aim at, before other companies do.
I just picked up a book yesterday about counterculturism, it's called "THE REBEL SELL" by Joseph Heath and Andrew Potter. I highly recommend you check it out because it gives well thought-out opinions on a lot of other counterculture literature and media (The Matrix Movie, the book "No Logo", Karl Marx, etc...).
I will rep you if I can for posting such a thread